Kashi Company Launches Kashi Vive

02/08/06 Kashi Company, the premier natural food products company, today announced the launch of Kashi Vive Probiotic Digestive Wellness Cereal, the only shelf-stable probiotic food on the market. Kashi Vive cereal, an all natural fusion of lightly sweetened tastes and textures, is the first and only nonperishable probiotic product of its kind to be specially formulated to balance, purify and strengthen the digestive system.

"We are thrilled to introduce the very first shelf-stable probiotic product that aids the digestive system well beyond the traditional inclusion of fiber," says Sarah Lowrey, nutritionist for Kashi. "Digestive ailments, ranging from constipation to colon cancer, affect more than 70 million Americans. We recognized that nonperishable food products capable of promoting digestive health beyond just regularity were not available in the marketplace. We are confident that Kashi Vive cereal will meet the consumer demand for foods that not only taste great, but also provide short- and long-term digestive health benefits."

At any given time, trillions of both good and bad bacteria live in the body's digestive tract. Bad bacteria are often the cause of disease and other digestive problems, and are primarily absorbed through air and pathogens in food. Probiotics are good bacteria in food that help crowd out bad bacteria in the intestine, as well as provide health benefits beyond basic nutrition. Research shows that probiotics enhance nutrient absorption, aid digestion and provide relief for digestive discomforts such as ulcers, IBS and diarrhea.

"A healthy digestive system is vital to all bodily functions," says Lowrey. "Seventy percent of the body's immunity and ability to ward off infection begins in the digestive tract. Because probiotics have been proven to balance out the bad bacteria in the intestine and activate the immune system, consuming more of them through foods such as Kashi Vive cereal may improve one's overall health."

Kashi Vive cereal benefits the digestive system in three distinct ways. First, the Lactobacillus probiotics in the cereal improve the balance of good and bad bacteria in the digestive system. The cultures become live and active in the body and can thrive in the human intestine over an extended period of time. The active probiotic cultures are safe, can be tolerated by individuals of all ages, and have been shown to diminish the effects of bad bacteria in the intestine. Kashi Vive cereal contains one billion probiotics per serving, which is comparable to common dietary supplements. In addition, ginger in Kashi Vive cereal eases and calms digestive ailments such as indigestion.

Second, Kashi Vive cereal purifies the digestive tract and liver by incorporating fiber and natural broccoli extracts into Kashi's original Seven Whole Grains & Sesame blend. Fiber helps to maintain regularity and flush harmful toxins from the intestines while broccoli extract supports the liver's role in detoxification and cleansing of the blood.

Finally, Kashi Vive cereal is one of very few cereals that contains 20 percent of the daily recommended values of both calcium and vitamin D while still maintaining great taste and satisfying textures. Lightly toasted flakes, crunchy graham twigs with a hint of sweetness, and vanilla dipped rice crisps deliver a comprehensive blend of nutrients that have been shown to aid in the regeneration and strengthening of healthy intestinal cells, which are an important part of a well-functioning digestive system.

"While the proven benefits of probiotics have already been embraced by many Asian and European countries, most American consumers have heard very little about the benefits of probiotics and, until now, have had access to only a handful of perishable dairy-based products containing live and active probiotic cultures," notes Lowrey. "Kashi's mission has always been to create nutritious, great tasting, all-natural products that help people lead a healthy lifestyle. We believe that Kashi Vive cereal will provide consumers with an entirely new, great tasting option for improving their digestive health today while helping enhance longer-term digestive wellness."

Kashi Vive cereal will be sold in 12-oz. boxes, arriving on store shelves beginning in July.